The Ask
Build awareness for icebreaker as the top brand for premium, high-performance, sustainable layers.
The Solution
Through storytelling designed to guide and empower readers, Afar positioned icebreaker’s merino base layers as go-tos for discerning travelers. Three distinct article narratives—a domestic winter ski and après guide, a local-led Deer Valley spotlight, and a service-driven merino layering guide—all seamlessly integrated product features. Strategic promotion across digital, email, and social amplified brand awareness and consideration.
